The South African fruit growers are extending their advertising activities in Europe this year to increase the awareness and sales of South African fruit. QR codes were placed on product packaging and a website was brought into life for the campaign www.beautifulcountrybeautifulfruit.com. There are videos with recipes, prize games, and information about ethical trade and South Africa.
The campaign also uses research results that show that the consumption of pigmented fruit such as plums and apricots makes the skin shine naturally
The academic research was done by Dr Ian Stephen of the Nottingham University and showed that eating dark coloured fruit has a good influence on the tint of the skin and therefore also on the attractiveness of someone's face.